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The Structured Data Toolbox for SEOs #SMXEast

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How to use, implement and optimize structured data for SEO, learn the criteria, steps and tools to maximize your SEO results.

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The Structured Data Toolbox for SEOs #SMXEast

  1. 1. #structureddata at #smxeast by @aleyda from @orainti#structureddata at #smxeast by @aleyda from @orainti THE STRUCTURED DATA TOOLBOX FOR SEOS
  2. 2. #structureddata at #smxeast by @aleyda from @orainti#structureddata at #smxeast by @aleyda from @orainti Structured data provide a mechanism to inform search engines about the meaning of your Web content…
  3. 3. #structureddata at #smxeast by @aleyda from @orainti Google, Bing and Yandex use schema.org vocabulary for structured data that can be used with many encodings: RDFa, Microdata and JSON-LD https://schema.org/docs/schemas.html
  4. 4. #structureddata at #smxeast by @aleyda from @orainti JSON-LD is the recommended format by Google, 
 that can facilitate implementation as well https://developers.google.com/search/docs/guides/intro-structured-data
  5. 5. #structureddata at #smxeast by @aleyda from @orainti JSON-LD is also supported by Bing too https://blogs.bing.com/webmaster/august-2018/Introducing-JSON-LD-Support-in-Bing-Webmaster-Tools
  6. 6. #structureddata at #smxeast by @aleyda from @oraintihttps://yandex.com/support/webmaster/schema-org/intro-schema-org.html However, Yandex has only officially confirmed their support of microdata until now
  7. 7. #structureddata at #smxeast by @aleyda from @orainti#structureddata at #smxeast by @aleyda from @orainti Structured Data usage is not a ranking factor, but powers search engines to enhance search results for a better experience, like Google does with rich results …
  8. 8. #structureddata at #smxeast by @aleyda from @orainti … which can also improve users perception and engagement 
 with pages in search results…
  9. 9. #structureddata at #smxeast by @aleyda from @orainti … and now it’s also used by the 
 Google assistant to generate actions too https://developers.google.com/assistant/content/overview
  10. 10. #structureddata at #smxeast by @aleyda from @orainti#structureddata at #smxeast by @aleyda from @orainti It’s an SEO win-win!
  11. 11. #structureddata at #smxeast by @aleyda from @orainti#structureddata at #smxeast by @aleyda from @orainti Nonetheless, is common to generate errors when implementing them, that can waste technical SEO effort and resources…
  12. 12. #structureddata at #smxeast by @aleyda from @orainti#structureddata at #smxeast by @aleyda from @orainti … and even triggering manual actions when using them without following Google’s quality guidelines
  13. 13. #structureddata at #smxeast by @aleyda from @orainti#structureddata at #smxeast by @aleyda from @orainti In those cases, JSON-LD can become a nightmare!
  14. 14. #structureddata at #smxeast by @aleyda from @orainti <script type="application/ld+json"> { "@context": "http://schema.org", "@type": "Person", "familyName": "Solis", "givenName": "Aleyda", "worksFor": "https://www.aleydasolis.com/en/", "jobTitle": "SEO Consultant", "gender": "http://schema.org/Female", "sameAs": ["https://twitter.com/aleyda","https:// www.linkedin.com/in/aleyda/","https://www.facebook.com/ aleydaseotips/","https://www.youtube.com/c/ crawlingmondaysbyaleyda","https://www.instagram.com/ crawlingmondays/"] } </script> #structureddata at #smxeast by @aleyda from @orainti As SEO consultants, is a challenge we need to deal with!
  15. 15. #structureddata at #smxeast by @aleyda from @orainti#structureddata at #smxeast by @aleyda from @orainti For real
  16. 16. #structureddata at #smxeast by @aleyda from @orainti The best way I've found to maximize results while minimizing errors is following an implementation process.. IDENTIFY IMPLEMENT VALIDATE MONITOR STRUCTURED DATA
  17. 17. #structureddata at #smxeast by @aleyda from @orainti#structureddata at #smxeast by @aleyda from @orainti …while using a few tools to facilitate it all, 
 which I‘ll share with you today! IDENTIFY IMPLEMENT VALIDATE MONITOR STRUCTURED DATA
  18. 18. #structureddata at #smxeast by @aleyda from @orainti#structureddata at #smxeast by @aleyda from @orainti IDENTIFY
  19. 19. #structureddata at #smxeast by @aleyda from @orainti Although Search engines use schema.org, we should rely on their own guidelines, as requirements might differ https://developers.google.com/search/docs/guides/intro-structured-data
  20. 20. #structureddata at #smxeast by @aleyda from @oraintihttps://developers.google.com/search/docs/guides/search-gallery Check directly with each search engine own supported structured data list, - like the Google Search Gallery- to identify opportunities to use with your Web content
  21. 21. #structureddata at #smxeast by @aleyda from @oraintihttps://developers.google.com/search/docs/guides/search-gallery It's important to be aware that the supported structured data and their related snippets are always changing!
  22. 22. #structureddata at #smxeast by @aleyda from @oraintihttps://webmasters.googleblog.com/2019/09/making-review-rich-results-more-helpful.html Like the “self-serving” LocalBusiness and Organization reviews change from September 2019
  23. 23. #structureddata at #smxeast by @aleyda from @oraintihttps://developers.google.com/search/docs/guides/search-gallery Verify the relevant structured data description, feature availability, examples, data type definitions…
  24. 24. #structureddata at #smxeast by @aleyda from @oraintihttps://developers.google.com/search/docs/data-types/course#example Check the JSON-LD examples to identify any mismatch 
 or lack of availability with your own existing data
  25. 25. #structureddata at #smxeast by @aleyda from @oraintihttps://developers.google.com/search/docs/data-types/course#guidelines … as well as specific guidelines: Is it feasible for you to implement them by complying with these rules?
  26. 26. #structureddata at #smxeast by @aleyda from @oraintiSemrush sensor vs Check the share of search results that show the desired type of features in your sector
  27. 27. #structureddata at #smxeast by @aleyda from @oraintisemrush … Verify the SERP features triggered in search results where your own site and main competitors are shown
  28. 28. #structureddata at #smxeast by @aleyda from @oraintisemrush Identify the main keywords and pages triggering them, also from your competitors. Are these relevant for you? Do you also have this content already?
  29. 29. #structureddata at #smxeast by @aleyda from @oraintisemrush Verify yourself how these pages are shown in search results with these features
  30. 30. #structureddata at #smxeast by @aleyda from @oraintisemrush Check potential SERP features opportunities whenever you do a keyword research too
  31. 31. #structureddata at #smxeast by @aleyda from @oraintihttps://www.searchenginejournal.com/google-structured-data/235109/ Since you likely have limited resources, it’s about 
 focusing your efforts to keep it ROI positive
  32. 32. #structureddata at #smxeast by @aleyda from @orainti Prioritize those structured data that comply with these requirements to maximize your effort impact WILL THEY IMPACT RESULTS OF RELEVANT QUERIES W/ NON- TRIVIAL SEARCH VOLUME? DON'T PRIORITIZE PRIORITIZE NO NO IS IT FEASIBLE FOR YOU TO IMPLEMENT FOLLOWING GUIDELINES? NO NO ARE THEY RELEVANT TO YOUR CONTENT MEANING? YES YES YES YES WILL THEY IMPROVE HOW YOUR RESULTS ARE SHOWN IN SERPS?
  33. 33. #structureddata at #smxeast by @aleyda from @orainti#structureddata at #smxeast by @aleyda from @orainti IMPLEMENT
  34. 34. #structureddata at #smxeast by @aleyda from @oraintihttps://codelabs.developers.google.com/codelabs/structured-data/index.html#0 Structured data implementation can be highly facilitated by guides like the Google Codelabs one…
  35. 35. #structureddata at #smxeast by @aleyda from @oraintihttps://technicalseo.com/tools/schema-markup-generator/ …or free JSON- LD’s generators like Merkle's, that you can use to establish patterns to populate with your data
  36. 36. #structureddata at #smxeast by @aleyda from @oraintihttps://www.rankranger.com/schema-markup-generator … RankRanger’s Free Generator supports from articles, to events, FAQs, How-Tos, Job Postings, Local businesses, products, organizations, recipes, videos and Websites!
  37. 37. #structureddata at #smxeast by @aleyda from @oraintihttps://www.google.com/webmasters/markup-helper/ Or Google’s own Structured Data Markup Helper
  38. 38. #structureddata at #smxeast by @aleyda from @orainti If you use a CMS there are also plugins, like the Schema & Structured Data for WP & AMP https://wordpress.org/plugins/schema-and-structured-data-for-wp/
  39. 39. #structureddata at #smxeast by @aleyda from @orainti As well as enterprise level tools with further structured data integration & support, like Schema App https://www.schemaapp.com/
  40. 40. #structureddata at #smxeast by @aleyda from @oraintihttps://twitter.com/SimoAhava/status/1001397355403468802 Although not ideal, you can use Google Tag manager 
 in case you can’t edit your HTML too… just be aware of changing the snippet
  41. 41. #structureddata at #smxeast by @aleyda from @oraintihttps://saijogeorge.com/json-ld-schema-generator/tag-manager-fix/ Which can be also done by using this free tool
 from Saijo George
  42. 42. #structureddata at #smxeast by @aleyda from @orainti There's always a way to make it happen! #structureddata at #smxeast by @aleyda from @orainti
  43. 43. #structureddata at #smxeast by @aleyda from @orainti#structureddata at #smxeast by @aleyda from @orainti VALIDATE
  44. 44. #structureddata at #smxeast by @aleyda from @orainti When implementing your structure data, besides making sure that you follow technical guidelines, it’s also critical to verify you comply with quality ones too https://developers.google.com/search/docs/guides/sd-policies
  45. 45. #structureddata at #smxeast by @aleyda from @orainti There are general quality guidelines to be followed 
 by any structured data type… https://developers.google.com/search/docs/guides/sd-policies DON’T USE STRUCTURED DATA IN A MISLEADING WAY, EG. NOT REAL CONTENT ON YOUR PAGE THE CONTENT SHOULD BE VISIBLE TO USERS DON'T MARKUP CONTENT PROMOTING HATE, ILLEGAL OR HARMFUL ACTIVITIES AVOID LACK OF CONSISTENCY WHEN MARKING UP LISTS VS. INDIVIDUAL ITEMS USE THE MOST SPECIFIC APPLICABLE TYPES AND PROPERTIES
  46. 46. #structureddata at #smxeast by @aleyda from @orainti … as well as specific of the structured data type you're implementing https://developers.google.com/search/docs/guides/sd-policies
  47. 47. #structureddata at #smxeast by @aleyda from @orainti Go through the most common structured data errors to double verify you don't fall into any scenario https://developers.google.com/search/docs/guides/prototype#common-sd-errors
  48. 48. #structureddata at #smxeast by @aleyda from @orainti Don’t do this…
  49. 49. #structureddata at #smxeast by @aleyda from @orainti Otherwise you can receive a manual action that will 
 make your pages results to not being enhanced
  50. 50. #structureddata at #smxeast by @aleyda from @oraintihttps://search.google.com/test/rich-results Verify your code complies with technical requirements to generate rich results, before and after releasing
  51. 51. #structureddata at #smxeast by @aleyda from @oraintihttps://search.google.com/test/rich-results Revise that you’re adding all required and ideally, recommended properties with supported values. Do it both with the smartphone and desktop googlebots.
  52. 52. #structureddata at #smxeast by @aleyda from @orainti You can use Chrome extensions to easily verify 
 your top pages after you publish https://chrome.google.com/webstore/detail/structured-data-testing-t/kfdjeigpgagildmolfanniafmplnplpl?hl=en
  53. 53. #structureddata at #smxeast by @aleyda from @orainti As well as crawl your site w/ Screaming Frog that includes structured data validation, to identify remaining issues Screaming Frog
  54. 54. #structureddata at #smxeast by @aleyda from @orainti#structureddata at #smxeast by @aleyda from @orainti MONITOR
  55. 55. #structureddata at #smxeast by @aleyda from @orainti After releasing, use the “enhancements" search console report to monitor valid types vs. errors and warnings Google Search Console
  56. 56. #structureddata at #smxeast by @aleyda from @orainti Start fixing those errors affecting more and most important pages and validate the fix when ready
  57. 57. #structureddata at #smxeast by @aleyda from @orainti You can follow-up with the validation process 
 after submitting the issues too
  58. 58. #structureddata at #smxeast by @aleyda from @orainti Use SEO monitoring tools to extract relevant structured data & be alerted when it's changed to fix it faster Contentking & Little Warden
  59. 59. #structureddata at #smxeast by @aleyda from @orainti Avoid errors whenever your Web content or template is changed, by establishing guidelines & validation rules
  60. 60. #structureddata at #smxeast by @aleyda from @oraintiGoogle Search Console Follow-up with your site’s 
 rich results/SERP features inclusion too
  61. 61. #structureddata at #smxeast by @aleyda from @oraintiRank ranger Monitor the pages and queries generating each type of them and their CTR impact
  62. 62. #structureddata at #smxeast by @aleyda from @oraintiSeomonitor Continuously identify further opportunities by analyzing existing features on your targeted queries vs. competitors
  63. 63. #structureddata at #smxeast by @aleyda from @orainti It’s about helping search engines to better understand your content while improving your site search results visibility and engagement in a cost-efficient way
  64. 64. #structureddata at #smxeast by @aleyda from @orainti Thank you! Questions? #structureddata at #smxeast by @aleyda from @orainti <script type="application/ld+json"> { "@context": "http://schema.org", "@type": "Person", "familyName": "Solis", "givenName": "Aleyda", "worksFor": "https://www.aleydasolis.com/en/", "jobTitle": "SEO Consultant", "gender": "http://schema.org/Female", "sameAs": ["https://twitter.com/aleyda","https:// www.linkedin.com/in/aleyda/","https://www.facebook.com/ aleydaseotips/","https://www.youtube.com/c/ crawlingmondaysbyaleyda","https://www.instagram.com/ crawlingmondays/"] } </script>

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